BUSINESS INTELLIGENCE (BI)

Sem DJEGUEDE
www.thebayanalytics.com

2022 – 2023 – V1.3 1

Sem DJEGUEDE

www.thebayanalytics.com

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 PAST

v Information Technologies Engineer -> IT Project Manager -> IT Project Director

v Software, Testing, Business Intelligence, Digital Analytics

v Industries : Telecommunication + Automotive + e-Commerce

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 PROFILE

v Telecommunication & Network Engineer (ESME Sudria - Paris)

v Management of Innovation and Entrepreneurship (Harvard – Cambridge - USA)

v MBA - Master in Business Administration (HIBS – Cambridge -USA)

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Currently…

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…and
www.thebayanalytics.com

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They trust us

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Domain of expertise

1. IT Project Management

2. Data Analysis & Data Science

3. E-commerce & Digital Marketing

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Teaching

1. SCBS (Ex ESC Troyes)

2. EDHEC (Lille)

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 o Introduction to Business Intelligence : A Managerial
Approach

o Examining traditional Data Warehousing and looking at

real-time data warehousing

Course Objectives
o Understanding architectural alternatives and Managing
a big-data-driven DW project

o Monitoring and measuring success using Business

Intelligence

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 Grading
o Midterms + project + Class participation: (40%)

o Final exam: (60 %)

Process

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Classroom protocol

o Be on time

o No talking with your neighbors until requested

o Ask questions / Participate

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 Introduction
A mini case study : The Norfolk Southern company

- 15 min to read the case

- 10 min to discuss with your neighbors

Discussion guidelines :

- How are information systems used at Norfolk Southern to support decision making?
- What type of information is accessible through the visualization applications?
- What type of information support is provided through accessNS
- How does Norfolk Southern use the data warehouse for human resources applications?
- Can the same data warehouse be used for BI and optimization applications?

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 Introduction
How are information systems used at Norfolk Southern to support decision making?

• has always used a variety of sophisticated systems to run its business.

• use statistical models to determine the best routes and connections to optimize railroad
performance.

• apply the models to create the plan that would actually run the railroad operations.

• Thoroughbred Operating Plan (TOP deployed in 2002).

• An enterprise data warehouse (EDW) makes data available to the applications used in departments
throughout the organization.

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 Introduction
What type of information is accessible through the visualization applications?

• Information that depicts actual performance against the trip plan for both train performance and
connection performance.

• The application uses visualization technology so that field managers can more easily interpret the
large volumes of data (missed connections, railcar cycle time, etc.)

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 Introduction
What type of information support is provided through accessNS

• Customers want to know where their shipments are “right now” and at times, they want historical
information: Where did my shipment come from? How long did it take to arrive? What were the
problems along the route?

• predefined and custom reports about their accounts at any time (more than 14,500 users from 8,000
customer organizations)

• Current data (updated hourly) or data for the past 3 years

• AccessNS provides alerting and Really Simple Syndication (RSS) feed capabilities; in fact, 4,500 reports
are pushed to users daily

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 Introduction
How does Norfolk Southern use the data warehouse for human resources applications?

• employee demographic data (e.g., zip codes) + GPS data to map out the employee population
density

• Determine the locations for the field offices.

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 Introduction
Can the same data warehouse be used for BI and optimization applications?

• Yes. The enterprise data warehouse makes data available to all systems and applications across the
organization.

• analyze trends

• develop forecasting schedules

• archive records

• facilitate customer self-service

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 Introduction

Case Study #2 : Analytics in Sport

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 Introduction

• Video 1 : https://www.youtube.com/watch?v=oUvvfHkXyOA
• Video 2 : https://www.youtube.com/watch?v=lLcXH_4rwr4&t=707s

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 Introduction

• https://www.nba.com/rockets/stats/team?season=2008-09&season_type=regular%20season

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 Introduction
Questions

• How Rockets have risen from mid-table mediocrity to serious NBA Championship contenders?

• In which parts of the game, Daryl Morey winning formula have been focused on?

• How Data Analysis changed the type of players that successful team have?

• How Data is used in sport?

• There are several steps that leads to a good Business Intelligence strategy. From those two videos,
can you infer two of the steps involved?

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 PART 1

INTRODUCTION TO BUSINESS INTELLIGENCE :

A MANAGERIAL APPROACH

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 From pressure to Business decision
Decisions and
Business Environmental Support
Organization responses
Factors
-Analyses
-Predictions
Pressures -Strategy -Decisions
-Globalization -Partners’ collaboration
-Customer demands -Real time response
-Government regulations -Agility
-Market conditions -Increased productivity -Integrated
Opportunities
-Competition -New vendors -Computerized
-New business models -Decision
-Support
Business
Intelligence

Business Pressures-Support-Response Model

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 Intelligence creation and use

Objectives : Risks / Alert notification

Convert raw data to decision supporting information

National Security Model (USA) 25

What is Business Intelligence (BI)

Architecture

Methodologies
& Processes Tools

BI
Database Analytical tools

Applications

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 What is Business Intelligence (BI)…

Business Intelligence is a combination of tools,

processes and strategy for data analysis to improve
the business decisions making.

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Data driven Companies

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Data driven Companies

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 …Where does it comes from ?

70s 80s 90s

Executive Information
Management Apparition of the name
System (EIS)
Information System BI
(MIS) -dynamic
multidimensional -previous capabilities
-two-dimensional -new ones : real time
reporting
-no analytical -forecasting and analysis
capabilities -artificial intelligence
prediction
-trend analysis (from 2005)

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Overview of BI

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Architecture of BI

Business
Datawarehouse
Analytics

Business
User Interface Performance
Management

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 Architecture of BI

Data warehouse : a central repository of integrated information

(data) from disparate sources.

• Historical data • Structured data

• Current data • Filtered data
• Processed data

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Architecture of BI : DW players

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 Architecture of BI

Business analytics : a collection of tools and techniques that end

users can use to manipulate data in a data warehouse.

Reports and queries Mining

• Static and dynamic reporting • Data, text, web

• Information discovery
• Multidimensional view
• Searching unknown relationships
information from a large set of data
• Prediction
• Statistical methods
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Architecture of BI : Business Analytics players

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 Architecture of BI

Business Performance Management : also known as Corporate

Performance Management (CPM) is a collection of tools, applications,
processes and methodologies that are used to improve the performance
of an organization based on predefined goals.

• Monitoring • sales
• Measuring • Costs
• Comparing • Profits
• Profitability

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Architecture of BI : BPM players

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Architecture of BI : BPM players

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Architecture of BI : BPM players

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BPM Players : visualization

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 Architecture of BI

User Interface : is where the results (KPI) of data processed and

analyzed by BPM tools can be viewed and monitored in a
comprehensive way. KPI stands for Key Performance Indicators.

Graphs, Numbers, Where and when

multidimensional cube
• Smartphone and tablets
• Dashboard • PC and desktops
• Corporate portals • Office hours vs non office hours
• Digital cockpits • international

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Architecture of BI

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 What type of BI for your company ?

According to MicroStrategy Corp, there are 5 styles of BI :

Report
delivering
and
alerting

Statistics
Enterprise
and Data
reporting

BI
Mining

Ad hoc Cube
queries analysis

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 What are the benefits of BI?

Customer segmentation What market segments do my customers Personalize customer relationship for
Analytic Application

Business Value
Business Question
fall into, and what are their characteristics? higher satisfaction and retention

Target customer based on their need to

Which customers are more likely to respond increase their loyalty to your product line.
Propensity to buy Also increase campaign profitability by
to my promotion?
focusing on the most likely to buy

Make individual business interaction based

What is the life time profitability of my on the overall profitability of customers
Customer profitability customer?

Quickly determine fraud and take

How can I tell which transactions are likely immediate action to minimize cost
Fraud detection to be fraudulent?

Prevent loss of high-value customers and let

Customer attrition Which customer is at risk of leaving? go of lower-value-customers

Channel optimization What is the best channel to reach my Interact with customers based on their
customer in each segment? preference and your need to manage cost

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 What are the benefits of BI?

The retail industry

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What are the benefits of BI?
Example: The retail industry

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What are the benefits of BI?
Example: The retail industry

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What are the benefits of BI?
Example: The retail industry

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What are the benefits of BI?
Example: The retail industry

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What are the benefits of BI?
Example: The retail industry

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What are the benefits of BI?
Example: The retail industry

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